Tuesday, November 17, 2009

MUMBAI: To celebrate the tenth anniversary of its SpongeBob SquarePants property, Nickelodeon UK has produced a live-action Bollywood-style two-minute film, Bollywood Bob that is choreographed by Slumdog Millionaire's Longinus Fernandes.

The film, also developed in a shorter 30-second advertisement format, has started airing across Nickelodeon UK network starting 14 November, with back-to-back episodes of SpongeBob SquarePants all weekend.

Bollywood Bob will then be shown across the global Nickelodeon network. The 30-second version is scheduled to run in Vue and Cineworld cinemas nationwide from 13 November to January 1 next year around seasonal releases such as A Christmas Carol, Planet 51, Where the Wild Things Are, Alvin and the Chipmunks II and St Trinians 2.

Bollywood Bob, produced by Nickelodeon UK in collaboration with Nickelodeon International and Nickelodeon India creative teams tells the story of Rohan, who tentatively enters a magnificent palace in the heart of Bollywood territory (just outside Mumbai) to present a King with a golden sponge.

As he accepts the sponge a spectacular dance, involving his entire court, ensues.

The film also includes a Bangra-style SpongeBob theme song arranged by Akbar Sami and Firoze Patel.

Said Nickelodeon UK's VP creative director Peter Drake, "Bollywood Bob is the genuine global culmination of 'Year of the Sponge.' It is the most spectacular expression of regional cultures' celebration and love of SpongeBob, and furthers his credibility as a lifestyle icon."

"This unique work pushes the boundaries and challenges the norm, extending SpongeBob appeal way beyond the core Nickelodeon audience. He is one of the few animation characters that can do this so effectively," he added.